A successful mobile campaign increased brand awareness, ad recall, brand associations and likelihood to recommend

1. RESULTS OF IMPACT STUDY
WEB.EFFECTS MOBILE
Client: DAK-Gesundheit
Product: DAKpro Balance
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2. The Mobile Campaign
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Campaign objective: Increase brand awareness

3. Campaign Success: Increase of Ad Awareness
by Advertising on Small Screen
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Increase of brand awareness by 14%.
Aided brand awareness 74.1%
in the relevant target group
(20-49 years old, interested in health
topics) are aware of DAK.
+14%
Basis: respective total sample; data in %
Question: Which of the following public health insurance companies do you know – even if only by name?
* Target group of 20-49 years olds who are interested in health topics (without contact: n= 68 / with contact: n=58).

4. Every 4th Respondent Recalls Advertising by DAK
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Significant increase of ad recall by 57%.
Basis: respective total sample; data in %
Question: For which of the following public health insurance companies have you recently seen, read or heard advertising??
Ad recall
+57%

5. Positive Image Transfer Through the Mobile Campaign
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Significant impact of mobile advertising: Statements such as “DAK offers attractive bonus
programmes” or “You can save money with DAK” score the highest.
Basis: respective sample – respondents who know DAK; data in %
Question: You indicated that you know DAK. When you think about DAK once again, to what extent do the following statements apply to you on a scale from 1-6: 1=completely agree;
6=completely disagree.
Image of DAK: Top 2 box score
+5% +15% +12%

6. Higher Intention to Act in the Relevant Target Group
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Almost every 7th respondent in the relevant target group would recommend DAK; 8% would even
switch to DAK.
Basis: total; data in %
Question: Could you imagine switching to DAK and/or recommend DAK to friends and acquaintances? / Could you imagine changing your current health insurance company?
Intention to act: Top 2 box score

7. Conclusions
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Mobile advertising significantly contributes to an increase in brand awareness. Three out of
four persons in the relevant target group are aware of DAK after seeing mobile advertising
by DAK.
Significant increase of ad recall by 57%. Every 4th respondent recalls advertising by DAK.
Even the recall of the creative could be expanded significantly.
Positive image transfer: Statements such as "DAK offers attractive bonus programmes" or
"You can save money with DAK" score the highest here.
Almost every 7th respondent in the relevant target group (20-49 years, interested in health
topics) would recommend DAK; 1 out of 10 would even switch to DAK.
Campaign objective: Increase brand awareness
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8. Key Data
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Campaign period: 01/05/2014 - 30/06/2014
Survey period: 06/05/2014 - 06/07/2014
Advertising media: Mobile Medium Rectangle Logout
Mobile Banner 2:1/4:1/6:1
Sample: Baseline measurement (without campaign contact*): n=224
Final measurement (with campaign contact*): n=189
Method: On-site survey on mobile pages of WEB.DE/GMX
Source: United Internet Media Research 2014
* Measurement of campaign contacts based on cookies
* In order to ensure a valid comparison of the samples (comparison groups should have the same structure), a weighting by age and gender was performed according to AGOF mobile facts 2014-I.

9. Thank you for your attention!
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MICHAEL ESIPOVICH
Project Manager Market Research
Tel.: +49 (0)721 / 91374 - 1708
E-Mail: michael.esipovich@united-internet-media.de
Web: www.united-internet-media.de